市场是做出来的
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 市场是做出来的，于是就有了强势市场和弱势市场的差异。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 弱势说明市场存在问题，存在问题就必须解决问题。不过，面对现实，既不能乱投医，也不能破罐子破摔，更不能急于求成。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 一个公式必须谨记：四步解题法则。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>1</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> </FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">发现问题是什么？</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>2</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> </FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">分析问题为什么？</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>3</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> </FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">解决问题靠什么？</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>4</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> </FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">检验方案合理吗？</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 例如：你的产品一直难以在市场上难有很大起色，其原因可能有以下四种：</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>1</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、市场建设不力</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> ⑴销售网络不健全；</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> ⑵经销商资源有限，造成市场覆盖、服务、维护能力不足；</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> ⑶经销商对你的产品没有价值没有认同感，不重视你的产品，在通路推力上存在严重缺陷</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> ⑷终端网点数量不完善</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> ⑸渠道链向心力差、波动性大、稳定性差</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>2</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、消费拉力薄弱</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 产品认知度差、消费者接受度低，虽然客户主力推销，但终端产品长时间动销缓慢，货物积压仓库，挫伤客户积极性和信心，。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>3</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、销售执行不到位</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 对市场的销售政策执行不力，价格体系混乱，渠道成员无利可图，客情关系维护不力，市场推广和消费促销得不到有效执行，造成产品的铺市率、陈列质量、形象建设等提升动销关键性因素见不到起色。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 抓住问题是什么？分析了问题为什么？我们是很容易找到解决问题的方案了，但是令人头疼的是解决问题靠什么？</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 不过，解决问题的方案有多种，但那种方案最适合，或哪几种方案最适合，才是关键。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 面对上述原因的分析，产生解决问题的办法有五种。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>1</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> </FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">强化自身销售力</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 派遣销售骨干或者招聘销售尖兵，在弱势市场堵缺补漏，去劣存优进行市场开拓，产品铺市，协助经销商做好下游市场，增强经销商经销的积极性和认同感。或者协同经销商组织可控的、专门负责自己产品的队伍，将影响销售提升的各项短板补缺起来：铺市率、上样率、促销率、拜访率、送货率、培训率等。把这些影响销售的短板通过人力素质的提高来提升销售率，激发上、下游客户的主推性、积极性。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>2</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> </FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">调整渠道运作局限</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 打破经销商垄断产品的经销权的局限，根据产品的特性，根据品类的差异，交于不同的经销商运作，让不同的经销商充分发挥自己的特长或自己的渠道优势，还可以让他们彼此牵制制衡；或者根据区域大小把市场分成若干不同的小区域，设置多家经销商，用多家经销商的竞争性力量来迅速弥补不足，提升销售。这只是解决问题的方法，至于实战操作中那些细节性的厂商博弈制衡的技巧，还要看销售员的掌控把握能力和技巧。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial><SPAN style="mso-spacerun: yes"> </SPAN><o:p></o:p></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>3</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> </FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">根据产品特性布局终端</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 根据产品的定位，根据产品适合消费者的需求，来布局自己产品适合的终端，有效的终端，这是产品动销之本。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>(globrand.com)</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">不要贪得无厌的渴望霸占任何终端：吃着碗里的、看着锅里的；也不要过分把产品仅仅局限在大卖场、连锁超市。必须根据自身产品类型、产品档次、企业实力、资源境况、适合的消费群体和消费习惯，进行终端的合理规划和定级，这样才能有条有序对各个终端进行有效性的重点铺市、出样、维护，优化资源投入、强化终端建设。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>4</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、强化销售绩效考核</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 一个市场做的强与弱，除了与企业曾层面上的战略战术运作有关，还有该市场的业务人员素质有着重大关系。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 增强业务人员素质的关键，除了依靠培训、学习外，更好的办法就是针对业务员的实战作业进行过程监督和考核。改变传统考核方式重结果轻过程的方式，以绩效指标为基准，来保证市场能够均衡、稳定、健康的发展。若对销售员以结果为标准，来衡量业务员的成绩，则难以确保每个阶段的产品铺市、陈列、促销、维护、费用支持等有效合理的做到位，造成<p>本新闻共<font color=red>2</font>页,当前在第<font color=red>1</font>页 <font color="red">1</font> 2 </p><页:
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